000119792 001__ 119792 000119792 005__ 20240319080958.0 000119792 0247_ $$2doi$$a10.3390/jtaer17020019 000119792 0248_ $$2sideral$$a128737 000119792 037__ $$aART-2022-128737 000119792 041__ $$aeng 000119792 100__ $$aSchrotenboer, D. 000119792 245__ $$aThe effects of Omni-Channel retailing on promotional strategy 000119792 260__ $$c2022 000119792 5060_ $$aAccess copy available to the general public$$fUnrestricted 000119792 5203_ $$aThe objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing. © 2022 by the authors. Licensee MDPI, Basel, Switzerland. 000119792 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000119792 590__ $$a5.6$$b2022 000119792 592__ $$a0.768$$b2022 000119792 591__ $$aBUSINESS$$b63 / 154 = 0.409$$c2022$$dQ2$$eT2 000119792 593__ $$aBusiness, Management and Accounting (miscellaneous)$$c2022$$dQ1 000119792 593__ $$aComputer Science Applications$$c2022$$dQ2 000119792 594__ $$a6.2$$b2022 000119792 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000119792 700__ $$aConstantinides, E. 000119792 700__ $$0(orcid)0000-0001-8900-1701$$aHerrando, C.$$uUniversidad de Zaragoza 000119792 700__ $$aVries, S. 000119792 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000119792 773__ $$g17, 2 (2022), 360-374$$pJ. theor. appl. electron. commer. res.$$tJournal of Theoretical and Applied Electronic Commerce Research$$x0718-1876 000119792 8564_ $$s692969$$uhttps://zaguan.unizar.es/record/119792/files/texto_completo.pdf$$yVersión publicada 000119792 8564_ $$s2890077$$uhttps://zaguan.unizar.es/record/119792/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000119792 909CO $$ooai:zaguan.unizar.es:119792$$particulos$$pdriver 000119792 951__ $$a2024-03-18-13:54:24 000119792 980__ $$aARTICLE